William Hill brings in The Bank for 'home of betting' positioning

A new campaign for William Hill is to launch over the weekend, created by its new advertising agency, The Bank.

The London-based ad agency was tasked at the beginning of March with reinforcing the brand’s association with football ahead of this year’s World Cup, with the campaign aiming to position William Hill as the ‘home of betting’.

The creative idea will run across all media activity which will run at regional level, handled by both The Brand and the in-house marketing department.

TV was produced by the agency’s on-house production department and directed by creative founder Ian Cassie.

The campaign will run across TV, press, radio, online promotions and ambient media from 3 April.

Kristof Fahy, brand and marketing director William Hill, said: “We are trusted – with over 75 years of experience and a huge presence both on the high street and online. Simply put we are the home of betting in the UK and as such, we have a unique place in the minds of the British public. This next period of activity will coincide with our continued drive to offer customers an unrivalled experience online, on the phone and on the high street. The Bank showed the kind of strategic insight and clarity of creative thinking we are looking for.”

Ian Cassie added: ”Our task has been to take all the great things that the William Hill brand stands for and re-present it in a creative idea that is unique, flexible and persuasive which can work as effectively in a TV spot as on a betting slip.”

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